Is it enough that a company give you the product you want?

Or is it important that the company think in the same way you do and believe what you believe? That’s what I wondered when I saw this in Sunday’s paper showing two cases for mp3 players, one leather and one free of animal products, but both apparently from the same manufacturer.

My guess is that someone in the market for a leather mp3 case is not going to be dissuaded from buying it because the company also has an eco friendly version. However, the reverse might not be true because the eco friendly consumer may want or expect the company to share his or her values. Is that the price of entry for some marketing centered on advocacy, causes or specific issue awareness?